Australian online bookmaker Neds has been fined for being too aggressive in giving New South Wales’ punters the ‘come hither’ stare.

On Wednesday, Liquor and Gaming NSW deputy secretary Paul Newson announced that the regulator in Australia’s most populous state had slapped an A$18k (US$13,500) fine on Queensland-based bookie Neds for promotional material that broke NSW rules on ‘inducing’ its residents to gamble or open betting accounts.

Neds was dinged for five separate offences involving online advertising between October and December 2017. It’s worth noting that Neds only launched last September but has already had two of its television promos banned by the Australian Standards Bureau for promoting excessive gambling.

The NSW found fault with Neds’ offer to match first account deposits up to A$505 and for promoting ‘bet boosts’ that randomly raised a betting stake at no extra cost to the punter. Accepting the inevitable, Ned duly copped to having broken the rules and cut NSW a check.